Professional Role and Current Position
Rajavi Shah has been serving as the Head of Marketing at Kiro Beauty since October 2023. Based in Mumbai, Maharashtra, India, Shah is responsible for leading and overseeing comprehensive marketing functions that drive business growth and enhance brand visibility. These encompass key areas such as marketplaces, influencer marketing, performance advertising, and events management. Shah also integrates strategy and storytelling elements into marketing campaigns, positioning the brand strongly within the beauty sector. She holds accountability for the marketing and sales scale-up strategy, aligning brand culture with consumer insights.
Company Overview and Market Positioning
Kiro Beauty, aligned with the Patni Group, operates as a clean beauty makeup brand that emphasizes 100% vegan, animal cruelty-free, and paraben-free products, promoting inclusivity, accessibility, and sustainability within its portfolio. Under Shah's marketing leadership, Kiro Beauty achieved significant milestones including debuting its first out-of-home (OOH) advertising campaign and being recognized as one of the Best Brands for Women 2025 by ET Edge. This accolade underscores the brand’s rising influence and Shah's impact in elevating its market presence.
Relevant Experience and Background
Prior to joining Kiro Beauty, Rajavi Shah gained valuable experience working with notable companies such as Nykaa and FoxyMoron, indicating familiarity with both e-commerce beauty retail and digital marketing agency environments. This breadth of experience supports her multi-channel marketing approach and expertise in scaling new-age beauty brands.
Education
Rajavi Shah holds a Bachelor's degree in Accounting & Finance from K C College, Mumbai, along with documented education credentials at Malini Kishore Sanghvi College. This academic foundation in finance could provide her with critical analytical skills beneficial in managing marketing budgets, ROI assessments, and performance advertising strategies.
Awards and Recognition
Shah’s marketing leadership has been linked with several honors:
- Kiro Beauty awarded Best Brands for Women 2025 by ET Edge (July 2025).
- Silver SAMMIE Awards 2021 from Social Samosa, reflecting recognition in digital marketing.
- Gold Award at P&G Shiksha - CIDCA 2016 for social cause marketing efforts.
These accolades demonstrate Shah’s capability to drive award-winning campaigns blending social impact with commercial brand growth.
Public and Industry Engagement
Rajavi Shah is recognized as an industry thought leader, having served as a jury member for marketing awards and contributed insights in prominent marketing industry forums such as ET Brand Equity. She is actively involved in consumer insights-driven marketing that leverages culture and digital innovation, as evidenced by her public LinkedIn posts and industry recognition as a rising marketing maverick transforming India’s startup ecosystem.
Organizational and Team Context
She operates within a leadership team that includes notable figures such as Vasundhara Patni (Founder of Kiro Beauty) and other key executives, indicating Shah is a critical player in the company's core strategic team driving growth in a competitive beauty market.
In summary, Rajavi Shah is a marketing executive with a solid foundation in strategic, digital, and performance marketing for a high-growth beauty brand. Her experience at prominent beauty and digital marketing firms, coupled with a track record of awards and brand recognition, positions her as a key decision-maker in brand and consumer engagement initiatives at Kiro Beauty. Her education in finance further complements her ability to manage marketing operations with a performance-oriented approach, supporting the company’s aggressive expansion and brand-building objectives.
